The 360 Degree Marketing Group Blog

Good Marketing Decisions - Dealing direct or using a Media Agency

Posted by Aaron Monks on Nov 20, 2013 11:02:00 PM

Do these marketing quotes sound familiar?

“I feel like I get a better deal when I go direct.”

“No one gets what my rep can get.”

“My reps deal is the best deal.“

“Agencies charge fees don’t they?”

“It will cost me more to use an agency won't it?” 

These are common phrases heard by marketing agencies all around the world. When I was a direct rep these were the words I loved to hear! The fact of the matter is however, these concerns are way off the mark. Now for the truth!

Reps do a great job at media networking. They make clients believe the hype that having a direct relationship is better than going through an agency. Even when a client is signed to an agency, reps still continue to call clients directly; offering promises of better rates, better deals, and tickets. Because this is the key to every great media campaign right…?

But “I can get a better deal direct” you say. Possibly 5% cheaper? Or 10% maybe? I ask you: is cheaper really cheaper if the campaign doesn’t work? 

Content is very important. Your ad may have seemed great when you heard it, saw it, or clicked on it, but did it make your cash register tick over? Did it help to build your database? Did you and your rep even ask what ROI you were looking for? Or how you were measuring the success of this campaign? Or was it just cheap? 

Now this article isn’t written to criticise direct media sellers, they make great sales people and they are vital to the success of any media organisation. But they are chasing exactly the same things as your business sales people are chasing: a budget, a rate increase, and money. In most circumstances the reason for their call is to get their budget and it is rare to find a direct rep whose sole motivation is to help a client grow their business.

In all my time running an agency, I have never once had one salesperson say to me “how can I help to grow your business?”

The fact of the matter is, they can only offer a one dimensional solution in whatever medium they are selling. They then wrap this up with buzz words and "smoke and mirrors"; all for an ad campaign which will be sold at a premium.

“So how is an agency different?” You may ask.

Marketing Decisions

Whilst some agencies charge fees, they are usually justified and will add massive value to your business by saving you both time and money. For example, I know for a fact that all of our clients who pay an agency fee, get 4-5 times the value compared to what they would get otherwise.

It usually costs them nothing from month one. This is because they save time, they save money, and we plan around what they are trying to achieve! So the client, the media, and the agency are all on the same page and are all driving towards a common goal!

Most agencies, particularly the good ones that I see in the independent space, have a low turnover of clients, low turnover of staff, and operate as an extension of (and in some cases are) their clients’ marketing teams.

This, I feel, is the major reason to use an agency. It is our job to offer unbiased media plans based on driving results for your business whilst saving you time and ultimately saving you money.

So to summarise, by using a marketing agency like 360 you will get:

  • An unbiased opinion and broad knowledge of all media

  • More time as you're not bogged down trying to see 15 sales reps from the media every week

  • Consolidated media plans to help control your budget

  • Someone who cares about your results as much as you do

  • And if you're lucky the direct reps trick to sign off tickets! (In our case we are really good at sourcing tickets - although this really isn't the only reason to call us!)

With most independents now being open to working with all kinds of businesses, the question I ask you is “why aren't you using a media/marketing agency??”

If you want to find out how an agency can possibly be of benefit to you, please call us on +612 8302 4200 or email Aaron on aaron@360dmg.com.

If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy:

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: media agency, marketing managers, direct reps, marketing agency, marketing plan, marketing decisions

Five Benefits of Running a Facebook Competition

Posted by Amy Baker on Nov 11, 2013 12:56:00 PM

Facebook Competitions are Great for Business!

If you have spent any amount of time on Facebook, Twitter, or Instagram, you have probably come across a competition or two. Social media competitions are often advertised as a hot tool for building brand awareness, but there are actually many more competition benefits that social media users should be aware of.

 

1. Gathering Important Data

Entry forms are an easy way to collect the data that matters most to you. Whether you want entrants’ phone numbers for SMS marketing, their email addresses for newsletters, or their postal address for flyers, an entry form can help you collect the most useful information to you and your marketing endeavours.

 

2. Increasing Your Social Proof

Social media competitions are a very simple and cost effective way to garner more likes, followers, and subscribers. By requiring entrants to take a specific action, you will quickly see results. What is particularly great about this feature is that not only will you see results, but everyone who visits your social media site and the site of the entrant will also be privy to this information; providing great social proof.

 

3. Promoting Your Products or Services

Are you launching a new product or offering a new service? Then a “sweepstake” could be the perfect way to introduce it to your social media followers! By building excitement around your new offering, you will not only get more followers, but you will see an increase in people talking about your product, an increase in hype, and ultimately; an increase in sales.

 

Facebook Competitions

 

4. Improving Your SEO

Ranking highly on Google is vital to your online success. On average, the page that is ranked number one for a keyword search will get 33% of all visitors. Recent algorithm updates show that Google is relying more and more on social media to designate what page should be ranked the highest. By running a competition and generating more interaction, shares, and visits to your site, you are helping your businesses website rank higher.

 

5. Encouraging Interaction

Not only do competitions encourage users to interact with your page, but they actually allow you to reciprocate the favour. Many competitions will require entrants to answer a question in 25 words or less or to submit a photo. These entries provide the perfect opportunity for you to showcase your fans work, share their entries, and encourage greater engagement.

A social media competition can assist your social media platforms, your website, and ultimately your entire business, in achieving your overall goals. Like any marketing tool, a competition can be extremely effective when utilized cohesively as part of your overarching social media and marketing strategy. While not every marketing campaign will require a competition; they are an essential piece of the social media marketing toolkit, and should not be overlooked.

For more information on how you can best utilize social media for business purposes, download our free ebook: How To Turn Facebook Fans Into Paying Customers by clicking the link below.

 

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: Facebook Competitions, social media marketing, ranking in google, social media competition

The Changing Face of Advertising

Posted by Aaron Monks on Nov 8, 2013 8:54:00 AM

Changes in Advertising

Students coming to the end of another stage of their lives are about to step foot into the ‘real world’. Before taking this step, however, many final year media and public relations students take part in a fantastic competition.

This year I was lucky enough to be one of the eight judges on the competition panel. The panel which was made up of media professionals, professors, and lecturers, judged the students’ amazing work, which was presented in their final week, just before graduation.

These presentations were originally an assessment task in which students were asked to pitch themselves and an industry-ready creative idea - in just two to three minutes. Depending on their areas of interest, this idea could be presented for print, radio, in a television story, in an advertising campaign, in a crisis management strategy, or on one of many other platforms.

In this open pitch, what interested and intrigued me the most was the students’ complete lack of focus on traditional media. Not one student made reference to print, radio, or broadcast media. Whilst all of their pitches and ideas were fantastic, well-presented, and well thought-out, but:

Not one student made reference to traditional media in any form! 

The good news for traditional media is that most of these campaign pitches would have been easily adapted to all forms of media; traditional included. So were the graduating class of this Universtity, right in focusing solely on digital and social media? Personally, I don’t think so.  

Digital Advertising Versus Print Marketing Sydney 360 Degree Marketing Group

Before we suggest that they were wrong, however, we have to take a step back; analyse the statistics, listen to what people tell us, and look at what is actually happening!

According to eMarketer, digital media consumption will overtake television viewing in the United States for the first time this year. The same report also expects digital media consumption to rise as much as 16% this year.

Television consumption is being tipped to drop by less than 3%, but the total amount of digital media consumption is set to rise; leading it to overtake television consumption as a whole.

The average adult’s daily online usage is set to increase to over five hours a day, compared to four hours and 31 minutes spent watching television. Keep in mind however, that a huge number of people who are watching television are now using dual screens. The usage of tablets and mobiles during the television’s peak programming hours is surging.

This is such a prevalent trend, that shows like ‘The Bachelor – Australia’ opened with low ratings of around 670,000 and continues to get panned in the ratings war. This is in spite of the fact that it attracted more than 800,000 viewers online over just the first two episodes. This shows that engagement in not only advertising campaigns, but in programming, is key to creating a great campaign and helping your brand or your agency win the customer.

So have television shows like ‘The Bachelor’ been a ratings flop or a new way to reach and engage with a large audience via multiple platforms?

Well, to me, I believe that social media, digital media marketing, and traditional media all now play an important role in the marketing mix; in attracting and keeping new customers.

Advertising itself has not changed, but the way in which we reach our customers has. 

If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy:

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: advertising, marketing changes, media, traditional versus digital marketing, digital vs traditional